Twitter increases Europe ad offering

DUBLIN/SAN FRANCISCO: Twitter is expanding its advertising network to 12 additional markets in EMEA with an emphasis on Central and Eastern Europe, the social networking site has announced.

This means the availability of Twitter Ads in Europe will more than double from the eight European markets it currently operates in and takes the total number of EMEA countries where it is active to 35, the Financial Times reported.

The new countries that will soon join Twitter's ad system are Austria, Bosnia and Herzegovina, Bulgaria, Croatia, the Czech Republic, Macedonia, Portugal, Romania, Serbia, Slovenia, Switzerland, and Ukraine.

Ali Jafari, Twitter's vp of direct sales for Europe, said advertisers would be able to use direct sales support teams and gain access to services, such as promoted tweets, mobile app promotion and TV conversation targeting.

"We've heard positive feedback from brands around the world about how our recent product developments have helped accomplish goals like driving engagement or direct-response actions like website traffic, video views, leads and sales," he said.

The move comes almost a month after Twitter announced better-than-expected results for Q2 2014 of $312m, an increase of 124% from the same period in 2013, although this still represented a loss of $145m over the quarter.

It also reported that it had 271m monthly active users, a year-on-year increase of 24%, and that about three-quarters of them are located outside the US.

But as international users contribute only about a third of Twitter's total revenue, it is a logical step for the company to expand its advertising system to new markets.

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